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Perceptual Map

Muhammad Abrar Naeem was assigned to develop perceptual maps for the shampoo industry based on quality vs. price and type vs. price. The shampoo market has been segmented by gender, age, hair type, education level, income, geography, and psychographic factors. Variables used for segmentation must be measurable, accessible, substantial, differential, and actionable. Clear for Men shampoo targets urban, middle to upper class adult males seeking anti-dandruff and healthy hair products.

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2K views

Perceptual Map

Muhammad Abrar Naeem was assigned to develop perceptual maps for the shampoo industry based on quality vs. price and type vs. price. The shampoo market has been segmented by gender, age, hair type, education level, income, geography, and psychographic factors. Variables used for segmentation must be measurable, accessible, substantial, differential, and actionable. Clear for Men shampoo targets urban, middle to upper class adult males seeking anti-dandruff and healthy hair products.

Uploaded by

coolbouy85
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF or read online on Scribd
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Assignment

Title: Shampoo
Name: Muhammad Abrar Naeem
ID: 081134-061 Date: 28/10/08

a) Develop a perceptual map for the industry segment.

Perceptual map between Quality and Price for the shampoo industry.
Perceptual map between Types and Price for the shampoo industry.
b) How market has been segmented? What variables must be considered while
segmenting this market segment?

The shampoo market has been segmented by gender male or female, for adult or
for infants and by hair types. It includes dry hair, oily hair, and dandruff hair. The first
variable to be considered is demographic, age should be considered, and either the
consumer is infant baby or adult. Children prefer shampoos without chemicals or no tear
shampoos. Secondly it depends on sex, either male or female. Thirdly education must be
considered. Shampoos are mostly used where people are educated. Income is an
important factor, high income groups will prefer better quality and low income groups
will prefer quantity.
Second variable is geographic. Shampoo industry has a large market in urban areas. In
rural areas there is very less or no market due to uneducated and low income. The third
most important variable is psychographic. It includes the personality and behavior of the
consumer. It includes the occasions, their benefits, depends on the user status, either the
user belongs to high usage group or low usage group. The last one includes buyer
readiness. Most people specially use shampoo for special occasions so that they get
benefit for it and look unique among others. Some of them may use it daily or may use It
occasionally.
The variables that are considered in segmenting the market segment must be
measurable. They should be accessible. It should be substantial, large and big enough to
meet every customers demand. It should be differential; it must have some competitive
edge over its competitors so that the customers will prefer their product. And lastly it
should be actionable, how ever the market has been segmented, whatever the plan may
be, it should be deliverable and u can implement it what ever u plan.

c) Select a company / product within the market segment? Describe their target
market.

I have chosen Clear for Men shampoo. Their target market is males in case of gender.
Ranging from middle class to upper class, they target their market for shinny, anti
dandruff, removing dryness and healthy hairs for men. They have targeted the urban
market. They have targeted adults ranging from teenagers to adult ones.

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